The holidays are coming…
We love this time of year. It’s the anticipation of a touch too much eggnog, eating rum flavoured festive chocolates for breakfast and opening thrillingly shaped parcels that turn out to be slippers… And we officially know that it’s time to start getting really excited about Christmas because the John Lewis ad is on the telly.
This year’s tear-jerker hasn’t quite hit the mark with the team at trCREATIVE. It has all the hallmarks of a JL classic – cute kids, the gift of giving, quality product placement, a slowed down pop track cover version and some serious schmaltz. It, again, inspires the annual question: “How much did THAT cost?” (a sky-high £1million apparently). And this year’s ad also has the truly worthy links with Age Concern and the increasingly relevant message of the social isolation of older people.
Whilst there’s serious power in sticking strongly to their formulaic, get your hankie ready, brand style, John Lewis is in danger of being overtaken in the Christmas ad race for glory. Everyone is upping their game – Sainsbury’s mischievous Mog is bound to be popular with our cat-crazy nation. We love House of Fraser’s energetic approach to targeting a funkier audience, and festive gets funny with Curry PC World spending big to see Jeff Goldblum give happy face acting tips to those opening a rubbish gift.
Unfortunately for John Lewis, its worthy and weepy ad is receiving a mixed response. Aldi has already created a perfect parody that reflects its budget ‘ours is loads cheaper and just as good’ ad style. After comparing the size and cost of his telescopes, the lonely old chap is very excited to see a keen-looking granny arriving on a balloon powered comfy armchair, all set to make sure this Christmas is one to remember…
Like all Brits, the trCREATIVE team loves a bit of subversive, naughty behaviour and we’ll always back the underdog, so Aldi’s cheeky rip off is what we’re going to be searching out on our shiny new Christmas iPads.
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